Trade, service, food industry Trade, service, food industry Торговля, сервис, индустрия питания / Trade, service, food industry 2782-2214 51698 10.17516/2782-2214-0052 Маркетинг и менеджмент Marketing and management Маркетинг и менеджмент THE MAIN FACTORS IN THE FORMATION OF BRAND TRUST AMONG THE POPULATION OF CHINA, CONSIDERING CULTURAL CHARACTERISTICS ОСНОВНЫЕ ФАКТОРЫ ФОРМИРОВАНИЯ ДОВЕРИЯ НАСЕЛЕНИЯ КНР К БРЕНДУ С УЧЕТОМ КУЛЬТУРНЫХ ОСОБЕННОСТЕЙ Старчукова Ксения Дмитриевна Starchukova Kseniia Dmitrievna Лыкова Татьяна Дмитриевна Lykova Tatyana Dmitrievna

кандидат технических наук;

candidate of technical sciences;

 Новикова Светлана Алексеевна Novikova Svetlana Alexeyevna

кандидат экономических наук;

candidate of economic sciences;

 Дальневосточный федеральный университет Владивосток Россия Far Eastern Federal University Vladivostok Russian Federation Дальневосточный федеральный университет Владивосток Россия Far Eastern Federal University Vladivostok Russian Federation Дальневосточный федеральный университет Владивосток Россия Far Eastern Federal University Vladivostok Russian Federation 11 07 2022 11 07 2022 2 2 162 169 15 05 2022 10 06 2022 https://tsfi-mag.ru/en/nauka/article/51698/view

Для российских компаний китайский рынок открывает обширные возможности увеличения масштаба своей деятельности и максимизации прибыли. Однако при выходе на этот рынок возникает ряд проблем: сложность завоевания доверия потребителей, незнание внутреннего рынка Китая, его потребностей, непонимание различий в менталитете и психологии потребления. Поэтому целью исследования стало выявление основных факторов формирования доверия к бренду среди китайских потребителей. Результаты работы будут полезны российским компаниям – производителям продовольственных товаров, стремящимся экспортировать свою продукцию на рынок КНР.

For Russian companies, the Chinese market offers vast opportunities to increase the scale of their activities and maximize profits.But when entering the market, companies face a number of problems: the difficulty of gaining consumer confidence, unfamiliarity with China's domestic market, its needs, misunderstanding of differences in the mentality and psychology of consumption. Therefore, the purpose of the study was to identify the main factors in the formation of brand trust among Chinese consumers.The results of the work will be useful for food manufacturing companies seeking to export their products to the Chinese market.

 доверие к бренду культурные особенности потребности потребителей адаптация и позиционирование бренда КНР brand trust cultural characteristics customersneeds brand adaptation and positioning China

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